The role of banking marketing strategies in achieving banking sustainability

Abstract

This research aims to know the relationship and impact between banking marketing strategies in achieving banking sustainability in Rafidain Bank (Nile branch, Ur branch, Al-Rifai branch, Al-Fajr branch, Al-Qala’a branch, Al-Jabayish branch, Al-Nasr branch) and Al-Rasheed Bank represented by (Al-Gharraf branch, Eridu branch Shatrah Branch) in Dhi Qar Governorate. This research contributes to addressing a realistic problem that directly affects the banking sector.

     The questionnaire was used in data collection and 166 forms were distributed to bank managers and heads of departments and administrative units in the surveyed banks, and 163 forms were collected with a retrieval rate of (96%) and the exclusion of (3) invalid, and the number of valid forms was (160). A form, the current research relied on the Analytical Descriptive Approach to achieve its methodological, intellectual and field objectives. This approach depends on interpreting the existing situation and determining the relationships that exist between the variables. SPSS V.26 and SmartPLS 3.3.3 were used.

     The research reached a set of statistical results, the most important of which was the banking marketing strategies characterized by great importance in the research sample banks through the use of growth and competitive strategies that contribute to achieving banking sustainability to determine their relationship with customers and in response to their needs in the long run, and the practical results confirmed that there is a positive correlation and impact with A moral significance of banking marketing strategies in banking sustainability, and promoting interest in banking sustainability in its dimensions (economic, social, and environmental) despite the presence of workers who are able to win the customer and have accumulated experiences, and this characteristic must be invested in promoting positive behavior and supporting a positive work atmosphere in the internal banking environment This, in turn, leads to the creation of an exchange of knowledge and experiences and the cross-fertilization of ideas between the higher managements themselves and helps them in promoting a sustainable banking environment for the research sample. Different life, and the foundations and features of a strategy Marketing is closely related to re-thinking and working on self-development continuously with the passage of days and with changing surrounding conditions.